EMMA
INVITE EMMA
Travelling the world to curate the best in cheese, deli meats and grocery products has been the driving force behind Jan K. Overweel for the past 70 + years. Their well-established EMMA Brand was looking to recapture its competitive position on the grocery shelves. Understanding that there is a fine line between being a “classic” and looking old a full revamp was required. The 300 SKU+ line delivered on classic taste but was not delivering on a corresponding look. A new visual identity was needed to resonate with modern shoppers, while not alienating an existing loyal consumer base. Our approach was clean and friendly, with a consistent information hierarchy.
BEFORE
AFTER
After defining the brand voice, a new logo was developed to convey an approachability that was lacking in the original brand mark. Strong visual cues were used to inform the consumer about the package contents and its point of origin. A “recipe card” faceplate atop a product grouping colour pallet created brand blocking on shelf.
The use of texture within the colour pallet echoed old-world tactility which helped to embody sense of nostalgia. This effect was also used to reinforce the brand’s message of being a classic pantry staple for generations of cooks. Next the full system was rolled out across 300+ SKU’s across a variety of product categories.
A host of collateral materials were developed in support of both traditional and digital advertising and shopper marketing needs. The developed system ensured that the brand remained consistent across every platform it touched.
PROJECT
Emma Fine Foods brand redesign and rollout
CLIENT
Jan K. Overweel
WHAT WE DID
Brand Redesign, Packaging, Retail Support, Advertising
